The Emotional Shopper

The Emotional Shopper leads with their heart and logic a distant second. Every shopping decision has an emotional connection that makes this shopper feel good about the choices they make.  Coffee with a portion of the proceeds going to a pet rescue, a handmade ornament that is personalized, or the latest skincare product that is sure to remove the wrinkles.  The emotions behind the shopping decision are based on supporting others, making people feel good, and also filling the needs of this shopper to feel that they contributed.   

Photos, products, and plugs that hit the heartstrings are going to 'get' this shopper in the buying mood.  They often live through others, seek to feel better, and have a fear of missing out.  Seeking meaning in what they buy, hearing a heartfelt story, or buying items that are better for the environment or their health are important to this shopper. 

This shopper spends a lot of time scrolling through social media, following their favorite influencers, and seeking brands that present themselves as making a difference.  More influencer, 'movement,' and peer pressure drives this shopper.  They are willing to interact with social media accounts, willing to leave a comment, and there is a desire to feel a part of the process.  

This shopper loves giving meaningful gifts and can tell a backstory about nearly every one of the gifts they give, even with the gift is to themselves.  They tend to shop a combination of in-person and online sites frequenting antique stores, buying local, or purchasing a handmade item from Etsy.  Budget plays a role as this shopper tends to buy 'everything' that triggers their emotion, so controlling that tendency through budgeting themselves is always a good idea.  

Once convinced, they are unwavering in their support of a brand, product, or non-profit. While not always loyal to brands, they are deeply loyal to the product that earned their trust, happily repurchasing the same comfortable socks, a notebook with their favorite dog breed, or a set of cooking pans that are eco-friendly. 

Their emotional nature makes them easy to be persuaded by the heat of the moment, yet it also guides them to “do the right thing” when it comes to practical purchases, whether that means getting the proper work clothes, buying salt for the drive before it snows to keep people safe, or stocking the pantry with a few extra things for a rainy day or if 'company' comes over.

Drawn in by sentiment, persuaded by storytelling, inspired by heartfelt reviews, and motivated by the desire to make something better, easier, or more meaningful for themselves or someone they love.  Their purchases are practical if that is in vogue, eco-friendly if that is the latest focus, or vegan if everyone is eating that way.  They cannot help going with the flow to be part of the clan, because that makes them feel good and does not require them to set their own trends or make hard decisions.